CROW’S NEST

Branding

The design challenge for the Crow’s Nest restaurant rebranding project involved revitalizing the brand identity of a beloved local eatery situated on the outskirts of downtown Kalamazoo. With a commitment to community, fresh local ingredients, and a welcoming ambiance that resonates with a younger, artistically inclined demographic, Crow’s Nest presented an opportunity to enhance its visual identity while staying true to its roots. The task encompassed reimagining the brand’s personality, messaging, and visual elements to better reflect its values and appeal to its target audience.

The rebranding process began with in-depth research into Crow’s Nest’s ethos, target audience, and competitive landscape. Leveraging this understanding, the ideation process began, exploring various concepts and themes that captured the essence of Crow’s Nest.

Drawing inspiration from the restaurant’s emphasis on local sourcing, community engagement, and artistic expression, a cohesive brand strategy that encompassed visual identity, and brand collateral was created. Iterative design explorations, from mood boards to mockups, allowed for refinement, ensuring alignment with Crow’s Nest’s values and aspirations.

The rebranding effort culminated in a refreshed visual identity that breathed new life into Crow’s Nest while preserving its authentic charm. A vibrant color palette, inspired by the restaurant’s eclectic atmosphere, infused energy and warmth into the brand. A dynamic logo symbolized community, creativity, and nourishment.

The rebranding rollout encompassed a range of touchpoints, including signage, menus, merchandise, and digital assets, creating a cohesive and immersive brand experience for patrons.